Personalization refers to a vendor providing individual customers with tailored products/services based on an understanding of their interests and preferences (Mulvenna et al., 2000). In other words, personalization is to provide customers with a tailored product/service without receiving explicit instructions from them (Nunes and Kambil, 2001). Consequently, in this study personalization is defined as the use of mobile technologies with reference to the user, context, and content information, to provide personalized products/services in order to meet the specific needs of a particular customer (Ko et al., 2009).